A Study On Internet Life Insurance Consumer Desires

With the rapid development of Internet finance, the Internet insurance grows fast. Life insurance, as an important part of insurance industry, also made great growth via the platform of Internet, but the premium income accounted for the whole life insurance is still relatively small proportion for now. With the rapid developing of Internet insurance, willingness of consumers to buy Internet life insurance has become one of the decisive factors of the consumer behavior. Based on the developing situation of domestic Internet insurance, the relevant theories and empirical studies at home and abroad, this research is trying to use reasonable research method to analyze the significance of Internet life insurance purchase intention in China and provide meaningful reference and advice for China’s Internet personal insurance industry development.This paper consider that China’s Internet life insurance is in the early period of the outbreak period currently by looking at the data on China’s Internet personal insurance in phase analysis. During this period, China has a large number of Internet users, online shopping is also more popular, insurance companies have better marketing channels, but consumer awareness of Internet life insurance there are still some bias. Through the analysis of the phase has given that the consumer’s environment, establish after the selection of variables as the premise. Under the guidance of Maslow’s hierarchy of needs, planned behavior theory, situation theory and behavioral finance theory, this article analysis decision-making factors of consumer who buy Internet life insurance consumer from six aspects. Then use the possible influencing factors as the variables designed a questionnaire, and made a questionnaire survey. 587 questionnaires had been handed out in this study, and 553 copies are valid. At the end, the paper using the binary Logistic regression method to analyze data and gave that:(1) Consumer’s online shopping experience has a significant impact on Internet life insurance consumer wishes, and positive affect for a consumer to accept the Internet life insurance who is older or has online shopping experience is cetified;(2) Internet life insurance company’s reputation, the Internet life insurance purchase convenience and security of consumers’ personal information on the Internet life insurance consumer spending will positively correlated, the higher the evaluation of social Internet life insurance companies, the higher level of security, the stronger willingness they want to buy Internet life insurance;(3) one consumer`s behavior will affect the others, and the wish of a consumer to buy Internet life insurance products will be affected by his friends.The important innovation of this paper include:(1) novelty selection of topic. At present, Chinese Internet life insurance still in initial stage of development, the research in this field is still relatively not too much, this article will explore the factors that may affect consumer purchase internet life insurance, in order to investigate the related research.(2) Comprehensive selection index. Most studies associated with the Internet insurance purchase intention from the unilateral, tiny range of range of views to explore the factors that influence consumers’ demand, this paper combined the theory of demand, the theory of planned behavior, and the scene theory to explore the influencing factors of consumer decision-making from these six aspects, to find a more comprehensive analysis of the factors that affect the consumer Internet life insurance purchase intention.